Which character replaced Speedee as McDonald's primary mascot during the 1960s?

Ronald McDonald replaced Speedee as McDonald's primary mascot during the 1960s.

Ronald first appeared in a 1963 television advertisement created for the Washington, D.C., market. The character was played by Willard Scott, who had previously portrayed Bozo the Clown on local television. McDonald's developed Ronald as a friendly clown who could appeal directly to children and families.

Speedee represented operational speed, while Ronald represented the more entertainment-focused image McDonald's adopted as its restaurant network grew. Ronald's costume, red hair, striped clothing, and yellow accessories became closely associated with the company's family branding.

The character later became the central figure in McDonaldland, a fictional setting populated by several advertising characters. Although Ronald's public visibility changed in different markets and periods, his introduction marked a major shift from McDonald's early chef mascot toward child-oriented brand storytelling.